AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Faculty of Business Administration Department of Marketing MBA Program COURSE OUTLINE I. II. III. Course Code and Title Credit Course Description: : MBA-6111, Marketing Management : 3 credit hours

This module considers how the conceptual elements and analytical methodologies of marketing management can be applied to marketing practice. The conceptual elements part of the module is designed to help the students develop a critical approach to marketing problems, going beyond the ‘hype’ and using empirical research evidence to support their decisions. The course focuses on formulating and implementing marketing management tasks, activities, strategies and policies which are undertaken in most companies at different management levels. The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques, and models and is designed to help the students to understand the managerial orientation, the analytical aspects and the basic discipline perspectives of marketing through theoretical and practical approaches. A combination of formal lectures, case studies, discussion on academic articles and hands-on-computer mediated sessions is used. IV. Objectives:  develop a managerial rather than a descriptive appreciation of issues related to marketing management.  raise decision making competence through the critical examination of theoretical frameworks.  extend critical thinking and ability to synthesise and collectively evaluate knowledge on specific marketing topics.  integrate theoretical, conceptual and analytical considerations of marketing management.

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Class exercise Page 2 of 8 . Defining Marketing for the 21st Century Reviewing and 2 lectures orienting practical Week: approaches to the 1&2 fundamental concepts of marketing. frameworks and processes. Developing Marketing Strategies and Plans 2 lectures Class White Board & Week: Discussion with Multimedia. Time Frame 1 lecture Week: 1 Suggested Activities Class Discussion. Case study and Academic article discussion. White Board & Multimedia. product development.  Critically evaluate the merits of different marketing management models. the students will be able to:  Gain a broad understanding of different areas of marketing like marketing strategies and plans. tasks of marketing. STP. new challenges in the marketplace. Pricing.  Interpret solutions produced by the application of models/frameworks/analytical tools. distribution. consumer behavior. V. Vision and mission of the university (AIUB) The overview of the course and requirements.  Analyze real life situation in light of theoretical Marketing concepts and tools. Teaching Strategy(s) White Board & Multimedia. different business orientations. Topics to be Covered Topics Specific Objective(s) Reviewing the vision and mission statements of the university. examples. To give an overview of the course. To discuss fundamental marketing strategies on different Class Discussion with real life examples. Class exercise (Testwritten/oral. Identify appropriate models/frameworks/analytical techniques for specific marketing problems/applications and carry out analysis using suitable analytical tools. environment analysis. promotion. board work).At the end of the course. delivering value etc. critically evaluate the implications of the results and offer recommendations for any additional analysis needed. 2&3 real life Case study.

Class exercise (Testwritten/oral. Page 3 of 8 . White Board & Multimedia.classification. White Board & Multimedia. Class discussion with real life examples. Academic article discussion. board work). board work). board work). Satisfaction. How do the buyers’ characteristics influence buying behavior? How does the buyer make purchasing decisions? 1 lecture Week: 3 (Testwritten/oral. and Loyalty 1 lecture Week: 4 Class discussion with real life examples. Case study and Academic article discussion. To describe how the different elements of the micro and macroenvironment affect firms’ marketing activities. Class exercise (Testwritten/oral. Class exercise (Testwritten/oral. What are different types of values? To describe significance of value for the customer satisfaction. What does a marketing plan include and how is planning carried out at different levels? Scanning The Marketing Environment What are the components of a modern marketing information system? To distinguish between the micro and macroenvironment of a firm. loyalty. White Board & Multimedia. Analyzing Consumer markets & Buyer Behavior 1 lecture Week: 4 Class discussion with real life examples. board work). Creating Customer Value. customer retention and business development.

board work). Targeting. Case study and Academic article discussion. Class exercise (Testwritten/oral. To explain the STP process and practical approach to the fundamental 1 lecture Week: 5 Class discussion with real life examples. Differentiating & Positioning Week: 6 2 lectures Class Week: 7 discussion with real life examples. to explain Week: 5 the differences between consumer market and business market. Class exercise (Testwritten/oral. board work). White Board & Multimedia. Page 4 of 8 . the factors that influence the buying process and the individuals who take part in the process.Giving idea about the influences of consumer behavior on marketing strategies. targeting and positioning to marketing management. Assignment to be submitted as per the rules provided earlier. Review. To describe the different stages of the business buyer process model. Understand the possible usefulness of segmentation. Submission of Term Paper/Group Assignment Midterm Exam Market Segmentation. Analyzing Business markets & Business Buyer Behavior To define business 1 lecture market. White Board & Multimedia. and to explain the characteristics of business market.

Class exercise (Testwritten/oral. 2 lectures Class Week: discussion with 9&10 real life examples. 1 lecture Week: 8 Setting The Product Discussing the & Branding Strategy basic strategies that need to be followed for product development and branding.  Discussing strategies to deal with competition. Page 5 of 8 . 2 lectures Class Week: discussion with 8&9 real life examples. board work). Class exercise (Testwritten/oral. White Board & Multimedia. Academic article discussion. Case study. White Board & Multimedia. White Board & Multimedia. Class exercise (Testwritten/oral. Developing Pricing Strategies To explain the importance of pricing and to identify what factors. Integrated Marketing Communication 1 lecture Week: 10 Class discussion with real life examples. board work).Dealing with The Competition strategies and actions on STP. board work). both internal and external to the firm. Critically assess the conceptual problems associated with managing product lines and brands. To explain the major steps in developing an integrated Class discussion with real life examples. White Board & Multimedia. To discuss the strategies and impact of pricing as a sensitive marketing mix element. determine the pricing decisions of firms.

and Logistics To identify the functions of distribution channels and how the marketer’s need for these will vary depending on the types of products and services that they are selling. To discuss the strategies and impact of using different promotional tools. Submission of Term Paper/Group Assignment. White Board & Multimedia.marketing communications program. so students should read through the class notes every day. Managing Retailing. Week:12 VI. White Board & Multimedia. Developing New Market Offerings 1/2 lecture Week: 11 Class discussion with real life examples. Class discussion with real life examples. Allocation of topics among groups will be made on the basis of the preference of the group & these topics should Page 6 of 8 . Final Exam 1 lecture Week: 11 Formal presentation to be made with multimedia. Review. board work). Wholesaling. Course Requirements Students must study the materials (i. cases. students have to form groups of four (4) students. Quizzes may be unannounced. relevant chapter etc) before coming to the class. 1/2 lecture Week: 11 Class exercise (Testwritten/oral. class notes.e. board work). board work). For the term paper/group assignment. Each group should submit the term paper/assignment on a specific topic from the chapters covered in the course. Class exercise (Testwritten/oral. Class exercise (Testwritten/oral. Discussing the steps of developing a new product or service.

G. and prepare write-ups by highlighting major points of the cases along with logical conclusions. NJ. Principles of Marketing. (2001). References 1.. J. D. Foundations of Marketing. and Pettitt. The students will be assigned a number (6 to 8) of case studies throughout the semester. (2009). (2001). P..be duly communicated to the course instructor. McGraw-Hill. M. L. 2. Prentice Hall. New York. Harlow. 5. Singapore.term =Total grade in100% VIII. D. 4. and Keller. and Stanton. and Fahy.. Students are advised to be present in all classes because class participation is the best way to excel in this course.. J. Walker. Article & 30 Case Study. Brassington. 2nd Ed. 3rd Ed. 3. P. Evaluation Mid Term Distribution Final Term Marks Distribution Marks (%) (%) Attendance & Class 10 Attendance & Class 10 performance performance Quiz 20 Quiz 20 Case Study. 13th Ed. 14th Ed. (2004). Harrell. 13th Ed. 6.. F. S. Textbook/ References Textbook Kotler.. Essentials of Marketing. K. Marketing. Article & 30 Assignment Assignment Mid Term Exam 40 Final Exam 40 Total 100 Total 100 40% from mid. D. Marketing Connecting with Customers. They will be asked to analyze the cases. L. Prentice Hall. McGraw-Hill. Principles and Practice of Marketing. Pearson Education Ltd. Marketing Management. VII. (2007). Jobber. J. Etzel. Page 7 of 8 . K. B. Kotler. (2012). Pearson Prentice Hall. J. and Keller. McGraw-Hill-Irwin. Harlow. (2003). 2nd Ed. Jobber. Berkshire. W. Berkshire. A good number of articles (4 to 6) from the leading international academic journals will be asked to read and will be discussed... Upper Saddle River.term + 60% from final.

New Delhi. R.. 9. Essentials of Marketing: A Global Marketing Approach. U. Pride. Pearson Prentice Hall. Perreault.. (2011). McGraw-Hill-Irwin. W. V. D. Marketing: Concepts and Strategies. W. 11. J. Y. (2006). G. W. New York. Jr. E.. E. Partha Prasad Chowdhury Consultation Hours: TBA E-mail: partha. P. Secrets of the Marketing Masters.C. Kerin.. and Ferrell. O.. Marketing an Introduction. Kotler. New York. Principles of Marketing: A South Asian Perspective. and Haque. Houghton Mifflin Company. and Rudelius. 10th Ed. P. M. 12. Mortin.edu *Concerned faculty preserves the right to amend this outline as situation requires. 7th Ed. IX. A. P. Kotler. Armstrong. (2000).p@aiub. (2009). S. D.7. McGraw-Hill-Irwin. Singapore. 13th Ed. 8. and Hartley. G. Marketing the Core . New Delhi. Agnihotri. Boston & New York. AMACOM. Pearson Education. (2005). 10. Page 8 of 8 . Name of the Faculty Teaching the Course: Mr. and Armstrong. and McCarthy. (2004).

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